iNHouse Communications and CoppaFeel! have been shortlisted for the prestigious PR Week Awards 2015 in the not-for-profit catogry for our bold and ground-breaking’Check ‘Em Tuesday’ breast cancer campaign with The Sun on Page 3.
Breast cancer affects 50,000 women and 4,000 men a year. More than 90% of women diagnosed with breast cancer at the earliest stage survive the disease.
CoppaFeel! Founder Kris Hallenga was just 23 years old when she was diagnosed with Stage 4 incurable breast cancer. There is no stage five. She is now on a mission to stamp out late detection of breast cancer by encouraging women (and men) to check their breasts regularly and educating them about the signs and symptoms of breast cancer.
With just five members of staff, straight-talking CoppaFeel! wanted to make a BIG impact in the highly-competitive UK charity market to reach new audiences.
We brokered a ground-breaking eight-month partnership with The Sun to launch the bold and eye-catching ‘Check ‘Em Tuesday’ campaign on Page 3.
We knew it would be controversial. But the opportunity to reach six million Sun readers a week (1.7 million are in CoppaFeel!’s target audience of 18-35 year olds) with life-saving health advice about breast cancer was too good to miss.
At the end of the campaign: Women were four times more likely to check their breasts, at least six women discovered breast cancer and ‘Check ‘Em Tuesday’ reached over 70 million people on Twitter alone.
The entire campaign was achieved at ZERO cost to CoppaFeel!